To be fair, there's also academic works that shows the benefits and value of advertising. If you're into business/marketing, you'll note that not everything is bad in the advertising world. E.g. Advertising is one of the factors of economic growth. Advertising also provides information that is simple for consumers to get hold of (reliability and accuracy is a different topic). Basics of Ying-Yang principle and Newton's third law: To every action there is always an equal and opposite reaction. Alternatives exist for many things. Switching to alternatives is a fine idea in principle. However for every alternative, we have to do a cost–benefit analysis. If the benefits outweight the cost, sure why not? Now, what if it isn't? Despite the shortcomings, if the current model is working for a person or organization (in this context, bringing in revenue to the web owners), why not try to improve upon the current model itself first? As for innovation, easier said than done. Assuming the 'innovative' idea is there, things to consider: 1. Resource available? 2. Time to implement? 3. How to go about disseminating info on the new 'innovative' method? 4. Will the potential targets adopt and adapt? Bear in mind that web owners are not necessarily the most innovative people on the planet. It's human nature to stick to what provides them with revenue currently. A hungry man is not a free man. The problem ultimately lies in the mentality. Most people are only interested in their benefits without considering others. Consumers: "decide what we do and do not want to see" Web owners : "decide what we do and do want to show" Basically, this results in a social trap. That's why a compromise is being looked upon as a possible direction in ABP. It's not everyone's cup of tea I admit but this is far from injustice or evil. 1. It's 'opt-in'. So if you're an 'opt-in' advocate, rejoice. 2. It's a form of support. A form of revenue model. Revenue model does not equate to corruption. 3. Look up the definition of corruption. Yeah, Wikipedia has a page on it.